...At least, one presumes, for vodka lovers and Absolut aficionados the world over.

While the iPhone app was a great guide for bar hoppers, the iPad edition is meant to be the "ideal at-home entertainment tool," according to a statement accompanying the launch.

With more than 3,000 drink recipes, six drink collections, drink suggestions based on ingredients, a shopping list creator you can email to your phone, social media sharing and useful 'how to' videos, this may be the Kraft Big Fork, Little Fork of holiday cocktail parties this year.

This is a great example of turning the product into a service or utility via digital.

Looks pretty cool. Hit virtual world social game It Girl is launching an in-game Old Navy branded virtual store just in time for Black Friday.

In the game, It Girl players can compete for virtual currency to put toward an It Girl shopping spree, guide their avatars through an entire virtual Old Navy store, picking up virtual Old Navy fashions and gifting virtual clothes to Facebook friends. And interstitials will dislay real world offers.

But if you're going to go to all the trouble of saving your pack of gum, logging onto a special site, and holding the pack up to your webcam, the pay off could go far beyond the secret video clips.

Like the chance for the teenage minions of Team Jacob and Team Edward to win the chance to test out the strength of Eclipse spearmint gum in a lip lock with one of the stars.

For teenage girls everywhere, that'd eclipse just about anything.

As for me, I'm going to try and forget I just said that...

(Turns out there is a notable twist along these lines after all. The packs are out - just snapped this one. And yes there are the secret video clips - which, let's face it, to TwiHards, it's enough to fuel a lot of fandemonium. But in a more recent element of the promo, visitors to the site could also share their most embarrassing moments when they wish they had Eclipse gum - for the chance win a trip to Baton Rouge to watch the DVD release of the film (out Dec. 4) together with Kellen Lutz, one of the stars. Exactly the kind of extra something to make this promo really viral and social. Winners are announced November 29. Teens girls everywhere must surely be crossing their fingers 'til then.)

Cookie Monster - he of the cookie-crunching, googley-eyed blue furriness - is pulling a Betty White and has launched a Facebook bid to host the popular variety show. He's even channeling Lady GaGa to do it.

And really, who can blame him? Didn't Fozzie Bear host a while back? Oh wait, that was Justin Timberlake.

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

This exactly what a Tron-related mobile game should be like. Or should it be called a "sponsored, co-branded social mobile game"? Is it a game for Coke Zero, or for Tron Legacy? When it looks this cool, who cares.

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

This contest started with a simple but intriguing idea: that fun is the easiest way to change people's behavior for the better. Contestant Kevin Richardson came up with a compelling idea that ties nicely to Volkswagen's category, and reflects the brand's spirit.

Now if he could just come up with an idea to curb the obesity epidemic. Or Regis Philbin.

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Still don't get what makes this "4D" - but it comes across as a 3D experience designed to appeal to all 5 senses. At least that's how its promoters put it. Watch as the store seems to disappear and then transform itself into various objects and offerings - some more interesting than others. Yes, there's a certain amount of materialistic escapism going on here, and some may question its tone in tough economic times. But overall, I think the experience works well for the RL brand.

As senior vice president of global media for Unilever, Laura Klauberg could safely count herself as one of the world's most influential forces in digital media - except for that whole embarrassing incident on Facebook.

In this final excerpt from a source interview for the new book, THE ON-DEMAND BRAND, Klauberg talks about how her three daughters have provided a living laboratory for how young people use social media and other digital technologies.